Google Ads Case Study eCommerce ($2 Million) #googleads

Ready to blast off your e-commerce sales? In this revealing case study, we're about to lift the curtain on a proven strategy that generated a whopping $2 million in just two months, all while delivering a stellar 5X return on ad spend. My personal strategy will help catapult any e-commerce store owner’s Google Ads performance to new heights.

Get ready to learn the exact playbook that drove these remarkable results. I’ll cover a few of the problems that were detected on this account, including:

Limited budget on increasing search interest opportunity
Inadequate seasonal promotion asset setup
Branded search campaign not optimizing for ROAS target
No experiments performed
Nonexistent YouTube remarketing

Also, we wanted to review in the Insights and Reports any other demands in trends and seasonality that could be possibly coming up. This would help influence the audience signals that could be introduced into the campaign before the budget is increased to guide the machine in a certain direction. It’s important to review the insights, see what's limited by budget, and then update the assets, audience signals, and budget accordingly.

Impression Share (IS): percentage of impressions ads receive compared to the total number of impressions those ads could ultimately collect.

This meant that even though the business was ready to go with the right inventory and promotions, it wasn't being displayed properly on search ads or Performance Max (Pmax). It was a big problem because people just wouldn't see the ads, and Google wouldn't prioritize them. Eventually, this would hurt the account's performance and increase cost-per-clicks.

We also had issues with the products being disapproved on Google Merchant Center. This meant that we had to reach out to Google support to get them appealed so they could be displayed on shopping as well as search during the promotional period.

The question may be - why not just use Pmax for YouTube remarketing? Performance Max tends to focus on search and shopping, even if it's given video assets or creative assets. So, we wanted to test YouTube creative outside of the Pmax network to see if we could get better results. And that's exactly what we did.

By using YouTube remarketing, we were able to reach people who might not have been targeted through Pmax. We saw great results. It was an effective way to round out our full-funnel strategy and make sure we were covering all our bases.

At the top of the funnel, we can nurture people that Pmax might not target by testing custom segments of competitors, best-performing keywords, and other strategies. For example, we can target people who have purchased a certain product to upsell them, or those who haven't bought in a while to replenish or cross-sell.

These are all cold strategies, but retargeting is the lowest-hanging fruit and what initially got this client better results. Overall, our strategy was to use a combination of cold and warm strategies to target people at different stages of the funnel.

This client's Google Ads account had several issues that needed to be addressed, including a tight wallet, poor asset set ups, and trying to scale without experimenting with keywords. To solve these problems, we implemented several strategies, such as increasing the budget, optimizing ad copy, and adjusting bids. We also tested new ad creative and targeting options, such as remarketing through YouTube. As a result of these efforts, the client saw significant improvements in their Google Ads performance, including increased conversion rates, lower cost per conversion, and higher impression share.

Google Ads Case Study eCommerce ($2 Million) #googleads

Overview:

Client Results

Problem 1: Tight budget

Solution: Increase budget

Problem 2: Seasonal Promotion Assets Set Up

Solution: Testing

Problem 3: Branded Search Campaigns

Solution: Switch to manual bidding

Problem 4: Not Running Experiments to Scale

Solution: Test and experiment with broad match keywords

Problem 5: Zero YouTube Remarketing

Solution: Retargeting

Final Word

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